Let’s Talk About Brand Positioning and Purpose

If you don’t show how you’ll solve your customers’ problems, they’ll keep on moving to someone else

Felicia C. Sullivan
Feb 18, 2019 · 17 min read
Photo: masterzphotofo / Adobe Stock

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Companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.

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Photo courtesy of Brand Manager Guide via Branding and Marketing Katirahu
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Photo courtesy of Cr8 Consultancy
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Photo courtesy of the SEC
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Photo courtesy of Nielsen
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Credit: ToheyVector / Adobe Stock / Lorissa Shepstone

Strong value claims should resonate with consumers, providing them with a narrative that feels personally meaningful. Claims can be made at three levels: feature- or attribute-based claims that focus on a special feature, ingredient, or capability of the product or service (“What’s in it?”); benefit-based claims that focus on the specific benefits customers receive from using the product or service (“What’s in it for me?”); and value-based claims that focus on helping consumers achieve the values they hold to be important (“Why is it important to me?”)… Laddering up from feature-based to benefit-based to value-based claims can increase brand resonance.

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Credit: Goodwater Capital
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Credit: Felicia C. Sullivan

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Photo courtesy of Gurulocity
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Photo courtesy of Gurulocity

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Felicia C. Sullivan

Written by

Marketing Exec/Author. I build brands & tell stories. Work in Human Parts, OneZero, Forge & Marker. Hire me: t.ly/bEnd7 Branding & Freelancing eBooks t.ly/ZP5v

Marketing Made Simple

F*ck faux marketers. You’re getting 21 years of my data-driven marketing & brand experience

Felicia C. Sullivan

Written by

Marketing Exec/Author. I build brands & tell stories. Work in Human Parts, OneZero, Forge & Marker. Hire me: t.ly/bEnd7 Branding & Freelancing eBooks t.ly/ZP5v

Marketing Made Simple

F*ck faux marketers. You’re getting 21 years of my data-driven marketing & brand experience

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